Analysing previous media work

Student video + Theories


This student video follows Goodwins theory as the singer plays the characters in the music video. Thus, by looking into the camera directly, they take the audience on a fun ride with them using their catchy lyrics and use of repetition. The base tracks used creates a structure throughout the video, grabbing the audiences attention through choruses and base tracks.




The narrative structure in this music video, uses a combination of illustration and disjuncture. The characters would sing the lyrics 'hold your breathe' and they'd act it out which conveys the illustration. However, they also use disjuncture which is having landmark sites such as the London-eye, which has no relevance to the music video.

Mulvey's theory of the 'male gaze' was not necessarily conveyed in this music video. In a sense, the music video brings life to dull settings, the characters are female who are fully dressed and  not provocative. This R&B song usually has dismemberment for the male gaze, according to Laura Mulvey, however in this music video they are dressed in suits which deflects her theory. This music video is aimed at teenage girls, wearing fun cloths and dancing around conveys their teenage youth which attracts their own generation.

The rule of continuity is obviously broken in this music video through the use of basic tracks. There are around 4/5 base tracks which cut up the video, drawing attention using edits such as text on screen. Other edits such as having a projector for landmark sites, conveying the obvious music videos intentions of highlighting London's greatest tourists attractions.
 

The camera moves with the music in some base tracks which brings along the audience and involving them. They also used split screens which was great to cut up the scene and having a little black, also there's an edited flash towards the end in beat with the song (tambourine) which made it flashy and exciting.

The main strengths of the music video:
  • Well planned; seen through the use of locations (landmarks e.g. Big Ben) and the costume choice.
  • They dance along to the song, which is catchy and makes it look really fun.
  • They have attitude for the character they play in the music video.
  • The singer and the character seem identical, it was as if it was really them!

Weaknesses:
  • The camera was static when they was using the projector which holds the video and makes it look like this base track wasn't planned.
  • The land mark sites on the projector seemed cheap and didn't look as good however, they highlights London's tourists attractions which was great.

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